Email is great. Cheap, effective, ubiquitous, and (still) the standard for business communication.

But in my sales coaching, I see a lot of sub-optimal (and worse) email getting sent to prospects and customers. Stuff that doesn’t add value, is cluttered or confusing, and too often actually harms the sales process.

With that in mind, here are a series of simple rules designed to help sales professionals write better, more effective and more valuable emails to their customers. (And almost all of these are applicable everywhere else.)

1. Brevity matters

People are busy. Get to the point quickly, crisply and without hyperbole.

2. Make the message valuable

When you’re writing, constantly ask yourself ‘Why does the recipient want to read this?’ And ‘What’s in it for them?’

3. Make it easy to respond

What do you want from the recipient? Are they supposed to make a decision? Tell them that, and (where possible) give them the options. If it’s just something they need to know, tell them that. And then tell them “No response needed.”

4. Never email angry

This should be obvious, but it isn’t. My old boss Jim Fleming (RIP) used to say “People will say @#$% in an email they wouldn’t have the stones to say to your face.” If you must write it, save it as a draft, walk away, and revisit later with a clearer head.

5. Get names right

Being good at sales means having an attention to detail, and never more so than spelling a customer’s name correctly. Don’t write “Hi Bob” when they clearly prefer being called Robert.

6. Don’t cc: people without good reason

Again, people are busy. And disinterested.

7. Proofread before sending

It’s easy to miscommunicate a message. Or confuse people with awkward sentence structure. Reading an email out loud helps a lot. And take your time. Emails written in a rush will invariably be the ones you wish you reviewed one more time.

8. Punctuation isn’t uncool

Neither is correct spelling. You’re a pro. Keep your messages professional, which means punctuated and spell-checked. Find another outlet to express your creativity or disregard for convention... like interpretive dance or learning the didgeridoo. (It was a crossword puzzle clue...)

9. Is there an attachment?

See Rule #7. Plus, attachments are problematic: deliverability, size restrictions, the hassle of downloading them, etc. Can you use a screen shot instead? Or provide a link to a shared folder (Google Drive, Dropbox, etc.)?

10. Humor is tough

Being funny isn’t easy in general, and this is especially true in the written word. Be hilarious cautiously.

11. Formatting is essential

Make your emails easy to read. One or two sentence paragraphs. Use bullets and blank lines to make lists digestible. Shorter is better. (See Rule #1.) Constantly remind yourself your customer is probably reading your email on the phone. Maybe in the bathroom. (TMI?)

12. Emails get shared

Write knowing ​your email will get forwarded​. This is another good reason to adhere to all the rules already listed.

13. Don’t sell

This one is perhaps provocative, but people don’t make big decisions without conversations. And it is really difficult to figure out a customer’s fears, desires or motivations in an email exchange. There’s no nuance, no chance to correct, and you can’t develop meaningful relationships. Plus, it’s more fun talking to customers than typing. Email supports the sale—but it’s not where the sale happens. Use it to confirm interest, share insights, or schedule next steps—not to do the heavy lifting of discovery or persuasion.

14. Don’t negotiate

This shouldn’t be provocative, but I see it all the time. (See Rule #13.)

15. Don’t bury the lead

People scan. Make your first sentence count. Don’t start with “Hope you’re well”—start with why you’re reaching out and why they should care.

16. Use a clear subject line

The subject line is your headline. Vague or lazy subjects (like “Quick Question” or “Follow-up”) get ignored. Be specific and relevant so your email gets opened—and read.

That's my list. Ping me if I missed one or you have questions!